Kipsummit Max

With the global Kipsummit Max campaign, KIPRUN showcases its trail shoe designed to accompany runners on all their adventures. Created by its sports agency LAFOURMI (The Fan Syndicate group), this new communication celebrates the alliance between performance and comfort, without compromise.

At the heart of the campaign is a film that sparks curiosity. It all begins with a young man who receives a text invitation to grab a coffee. Against all expectations, he laces up his Kipsummit Max and sets off at night, into the mountains. Far. Very far. We watch him navigate steep paths, forests, rivers, and mountain trails with disarming ease. This demanding journey gradually reveals its true motivation: meeting up with a mountain-top friend to share a simple coffee at sunrise. The narrative underlines the idea that, thanks to the shoe's comfort and technical performance, even the most ambitious distances and challenging terrain become accessible for living everyday moments, as captured in the tagline "Comfort Takes You There".

"This is the kind of brief where you can quickly fall into a basic product demo," says David Philip, Chief Creative Officer at LAFOURMI. "By weaving the product demo into a friendship story, we wanted to show that thanks to the comfort of the Kipsummit Max, going for a coffee with a friend who lives at the top of a snowy mountain becomes as easy as going around the corner."

Designed for global distribution, the campaign rolls out through:

A 30-second hero film.
15-second cutdowns for digital and social media.
Global distribution across Decathlon points of sale, website and CRM, KIPRUN's paid channels, display media, and local communications.

The campaign launched late April.